The Research On Knowledge-sharing Issues Of The Marketing Team In M Corporation

The era of knowledge economy is coming with globalization and network normally, theenvironment of marketing has remarkable change, the core competition advantage mainlydepends on marketing team member’s knowledge、skills、innovation and sustainable studyability, effective knowledge integration and sharing is one of sources of keeping marketadvantage and unique innovation for marketing team.Marketing involves in all kinds of knowledge, and flexible change, there hasstrong relationship between practice and theory, many precious knowledge and skillsare implicit knowledge, these knowledge which are accumulated through a long timeby senior sales persons was hidden into different individual brains. In the meantime,marketing skills and knowledge is viewed as high confidential and high sensitive bymany companies, so they are not willing to share these marketing skills、knowledgein order to prevent losing the core competition resource and advantage. So it is veryimportant that how to utilize these precious knowledge hidden in different individualand integrate them effectively, and also share them among whole team members.This research selects the marketing teams of the M company as research object, throughthe literature research, interview method, questionnaire survey method, the research analysesthe knowledge-sharing situation of the marketing personnel. This study is to analysis theproblem of knowledge-sharing in M company marketing team, and expects to improve themanagement level. This research goals include three parts:Firstly, analysis the problems encountered in the process of knowledge-sharing in Mcompany marketing team. Secondly, analysis the causes of the problems, find factors thatinfluence the knowledge-sharing in M company marketing team. Thirdly, explore measures toimprove marketing team members’ knowledge-sharing behavior, provide the reference forenterprise to improve their knowledge management.This research adopts Five Factors Theory Model of Effecting Knowledge-sharing,analyzing the reasons of knowledge-sharing problems from these five factors such as work、 technology、organization、individuals、communication environment etc. This research drawsthe conclusion. relative improvement suggestions was advised and pointed out direction ofimproving knowledge sharing of marketing team from five parts such as top managementrecognition、technology equipment、organization structure、incentive mechanism and cultureatmosphere. This research enriches the existing theory of knowledge-sharing, providesreference to establish knowledge-sharing mechanism. Furthermore, the knowledge-sharingmechanism and management strategy research concerns the obstacle of knowledge-sharingmodel and mechanism research. Therefore, this research results have certain reference valueto the marketing personnel’s knowledge management.